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The following is the Using data to become a designer clothing brand with better understanding of consumers From Day broadcast recommended by recordtrend.com. And this article belongs to the classification: big data, Data center, Industry information.
The “female consumer psychology” that is hard to understand has become a major challenge for related businesses.
Women’s wear industry has been facing the risk of uncertainty, that is, the clothing designed and produced from the perspective of enterprises always fails to catch up with the changes in consumer demand.
“China Taiwan Research Report on China’s clothing industry data in 2020” mentioned that the inventory problem is the core pain point of clothing industry for a long time. Clothing manufacturers are often unable to accurately estimate the market consumption capacity and individual purchase preferences, resulting in oversupply, and most of the clothing is difficult to escape the “discount” result.
The risk of mismatch between the production side and the demand side has always existed, but new storms are constantly emerging.
The report shows that in the face of complex and changeable international situation and domestic supply side reform pressure, especially the market environment of slowing down macroeconomic growth during the epidemic period, the clothing industry is facing many risks and uncertainties. In the past two years, the overall revenue of China’s clothing industry is declining, and the industry is facing adjustment and reshuffle.
According to the report, the decline of inventory turnover rate and the extrusion of online and offline sales channels by online e-commerce have become two major pain points faced by China’s clothing industry.
Therefore, digital transformation has become an important direction of clothing industry. The report shows that the garment industry, as one of the industries that started digital transformation earlier, has made initial intelligent progress in fashion design and production, customer relationship management, marketing channel expansion, etc.
“Undersea needle” in garment industry
To put it bluntly, whoever can better identify consumer demand through digital solutions will take the lead in seizing the opportunity to highlight the mire.
Among them, the sensitive and changeable psychology of women’s clothing consumers has become a big test of digital transformation of garment enterprises.
From the middle of the last century to today, professional women, like “Queen”, who fight in the workplace, are regarded as the most difficult place for consumers in women’s wear industry to capture. According to the report, the concentration of women’s clothing industry is relatively small due to the impact of women’s consumers’ refusal to bump into shirts. This also makes the clothing enterprises facing professional women have to constantly innovate.
At the same time, professional women have more demand for clothing. They make consumption choices beyond enterprise design because of their independence, which makes garment enterprises facing urban professional women suffer from the mode of production driven by speculation and need to be transformed.
Broadcast broadcast, the main brand of Japan Broadcasting Group, was founded in 1999. It is one of the original urban women’s clothing brands in the early stage of China. Since its establishment, the value of growing women in the city has always been the focus of brand aesthetics.
Lin Liang, vice president of Japan Broadcasting Group, has made no secret that their response to consumer demand is in the process of “from guessing to understanding”.
I’ve been guessing for a long time
Like many traditional clothing enterprises, Nikko group started with wholesale mode, and its channel layout has been mainly offline for a long time. Therefore, the group also faces the gap between the brand and consumer demand.
However, different from its peers, the group has long hoped to “guess” consumers through digital means.
In 2000, that is the second year after the foundation of the Nikko group, it took the lead to adopt financial software, that is, the rudiment of ERP.
In 2002, the company officially adopted ERP software.
Also from the “2020 China Clothing Industry Data Center Research Report” shows that the digital customer relationship management system represented by CRM and ERP system will be widely used in the whole clothing industry until 2010.
Japan Broadcasting Group, which started many years earlier than its peers, has realized the 1.0 version of enterprise digitalization very early. Therefore, in 2010, it started e-commerce project and explored o2o market.
In 2013, the company officially changed its name to daily broadcast fashion Group Co., Ltd., with the start of group business and business model transformation and transformation, from wholesale and retail to brand operation.
In 2015, the group launched a multi-channel strategy, exploring the transformation from B2B to B2C mode, and then to the all channel strategy of online and offline integration. According to Lin Liang, at that time, the daily broadcast group carried out digital deployment in R & D and terminal stores.
In 2016, under the “all the way north” strategy of tmall, Japan Broadcasting Group realized the online ordering and offline delivery of Beijing stores, and opened up the whole link.
Since then, the group has gradually realized the design and development of 3D plate making system, as well as the implementation of raw material receiving and sending information, factory parking space management digitization and so on.
“We have achieved a lot of digitization of our own, but we have not extended to our suppliers,” says Lin Liang. In the process of Omni channel transformation, daily broadcasting has gradually achieved digitization in the value chain, and has become increasingly aware of the importance of digitalization. However, how to realize digital business after business digitization has become the bottleneck of the daily broadcast group.
According to Shen Xuehua, it director of Japan Broadcasting Group, an important link missing in the digital chain is to use existing data assets to support operational decisions, which has also become an important task of the group from this year to next year. In addition, the group also needs to empower its digital capabilities to distributors, hoping to achieve data level integration with offline channels. Therefore, during the epidemic period, the daily broadcasting group, which was under heavy pressure, also invested resources in the data center project to carry out in-depth cooperation with Alibaba cloud.
The reason why we choose Alibaba cloud data center is not only the technical factors. Shen Xuehua said: “we value the ability of data application and data operation of Alibaba cloud data center.”
At the beginning of this, Alibaba cloud group will start a new data contact stage with women in March 2020.
Now I just understand
At present, the daily broadcast group has used the core products of Alibaba cloud data center, such as dataphin, quick audience, quick Bi, etc., to carry out application in the aspects of bottom construction, precision marketing and operation, and thus found more dimensions of “female consumer psychology” that had not been noticed in the past.
In the past, the Japanese broadcasting group’s perception of consumers in the past was mainly based on the professional attributes of consumers.
“Broadcast” brand definition of consumers mainly come from the city refined independent women, covering civil servants, teachers, doctors and other professions.
With the increase of digital intelligence in the data, after a new round of digital analysis, Japan Broadcasting Group found the important consumer attribute of “delicate mother”.
“We used to define consumers based on social attributes,” said Wang Weiping, brand general manager of Nikko group. Now, through digital analysis of the new life role dimensions, we can better help the brand to have insight into the market and carry out precise operations, such as expanding community parent-child activities, and organizing children’s and women’s wear together to carry out membership activities. “Digital precision has an impact on our business It helps us to operate our products accurately. “
With the help of Alibaba cloud data center, the daily broadcast group has also made great achievements in market insight, global marketing and other scene applications. During the period of tmall double 11 in 2020, Gmv will grow by more than 84% year on year.
After understanding, we should keep up with TA
In the process of “from guessing to understanding” of consumer demand, Japan Broadcasting Group has more understanding of “female consumer psychology”. However, how to make the production end and huge channels systematically keep up with the changes of consumers’ mentality and meet the needs of consumers in real time has become a greater test.
For this reason, since the 618 promotion in 2020, Japan Broadcasting Group began to try the quick audience capability of data center to continuously open up the integration of global data. Therefore, it is necessary to formulate new rules based on Omni channel integration strategy for the distributor system.
In order to eliminate the concerns of dealers, the group will share with them the blueprint and vision of realizing Omni channel digitization.
“In this vision, our dealers play a very important role,” Wang Weiping said. Dealers not only participate in the contribution, but also can be empowered by the big data chain of the Japan Broadcasting Group, so as to realize the real co creation and win-win situation and obtain better profits.
At present, the omni-channel construction based on digital capability of the group is being steadily carried out, and digital cloud stores have been set up in major cities of the country, so as to help local dealers realize online small program ordering, sales settlement and other functions.
In addition, the daily broadcast group is also paying close attention to the follow-up effects caused by the data center. “For our internal business, data center will touch a lot of things,” Lin Liang revealed. The positioning of data center in the group is very high, and brand, strategy and information are all focusing on the results of data operation. The group hopes to create a closed-loop of demand mining, commodity sales, and rapid response to replenishment demand at the supply chain end through digital capabilities. “Through our Omni channel access to users, we can transform what users want into our integrated process, and realize intelligent decision-making throughout the whole link.”
For this reason, Japan Broadcasting Group is also looking forward to continue to deepen the use of Alibaba cloud data center core products in the phase II project of data center.
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